Gamers can be very vocal about wanting something new—and are generally very enthusiastic when publishers introduce a game that breaks the paradigm. But when that innovation finally hits retail, players often retreat to the familiar. There are plenty of games that have struggled to find an audience despite critical praise. Some die an early death. Others go into mothballs to see if the cult following they attract grows into something more. Some stay alive through brute marketing strength. This panel will examine why this dichotomy exists, how companies can better market groundbreaking products, and how these titles sometimes open the door for much bigger success.